The year is 1986 and the luxury Italian house Max Mara has just embarked on its most daring adventure to date—the launch of MAX&Co., a brand that was born to shake up the fashion landscape and give young women what they actually want.
Unlike so many major fashion houses at the time, MAX&Co. understood the way the culture was changing. On a global scale, particularly for women. A classic Italian brand with a keen understanding of international audiences, they were on the brink of introducing their high-quality materials and unique sense of design to the world. They saw that a growing number of people were after something more from the brands they connected with. They needed empowering, playful styles that spoke to their independence, confidence, and reflected their real personality, not the version they were told, and had been told for generations, that they were supposed to be.
By the end of the ’80s and early ’90s, women wanted styles that enabled them to shift away from these restrictive, stereotypical, and increasingly archaic gender roles. They wanted something young and cool. Something that was fit for the office but a world away from tired skirt suits; something not boring and bland; something that broke away from the status quo and offered something different.
This approach may seem like a no-brainer today, but at the time it was extremely fresh. Brands just weren’t catering to the rising demographic of young women who were entering the workforce and cared deeply about their personal style. So MAX&Co. broke the mold. And that’s an ethos that hasn’t changed.
Almost four decades later, the Italian label is mixing things up yet again, and proving why its remained a go-to for a community of young women seeking elegant, premium pieces that reflect their personalities, not other people’s expectations.
It’s that ingrained sense of rebellion that’s fuelling the brand’s exciting new era. MAX&Co. is undergoing a revolution, and you could say that it’s bolder than ever. It’s not a loud protest, more a quiet yet deeply needed rebellion against current trends. It stands against the [trend]core this and [trend]core that, the must have this and the must cop that. It’s aware that everyone is craving a break, a beat away from the doom scrolling and the influencer fads that tell you who you’re supposed to be in order to be someone.
With MAX&Co.’s new direction, you’re invited to join them against this grain, to ignore the algorithms and look at what your individual identity really is. Is it a pair of tailored trousers styled with an oversized band tee and a vintage silk scarf? A dress layered over a pant suit? Or are you still figuring it out? Whatever it might be, it’s about embracing that breathing space and having the confidence to do your own thing.
It’s for that reason that a mix-and-match mentality is central to the new collection. The new range champions the elegance, quality, and playful spirit that has infused the brand for almost 40 years—there can be a twist, of course, but that's up to you and how you choose to style it. Ruched silks meet tough leathers and suedes; rough-edged denim meets classic tailoring; performance-look outdoor wear meets florals, heels, and minimalist accessories. A wide range of fabrics, prints, colorways, and finishes, all built to be remixed and clashed as you wish.
MAX&Co. will also continue to champion international creatives as part of its ongoing &Co.llaboration capsules. These capsules have seen the brand partner with artists, designers, celebs, and innovators—people who share the brand's ethos and are down to shake things up.
Excited for what's coming next? Then watch this space.
